1、3400 英文单词， 19500 英文字符 ，中文 5600 字 文献出处： Kim SeongSeop Kim, S. S. S, Jinsoo L, Prideaux B. Effect of celebrity endorsement on tourists perception of corporate image, corporate credibility and corporate loyalty.J. International Journal of Hospitality Management, 2014, 37:131-145. Effect of celebrity en
2、dorsement on tourists perception of corporate image, corporate credibility and corporate loyalty Samuel Seongseop Kim, Jinsoo Lee, Bruce Prideaux Abstract This study explores the effectiveness of using Korean celebrities to endorse a Korean hotel in the Japanese market. Specically, Japanese tourists
3、 perception of the hotels corporate image and corporate credibility were tested along with corporate loyalty. This study found that trust in celebrity endorsers by consumers is transferable to perceptions of image of the hotel, its credibility and loyalty to the hotel. Structural equation modeling w
4、as used to explain difference in the relationships between constructs that identied the effectiveness of each celebrity. One important nding was that specic celebrity endorsers may not appeal to the entire target market and for this reason more than one endorser may be required to promote a product.
5、 Keywords: Celebrity ;Corporate image; Corporate credibility; Corporate loyalty ; Endorsement ; Japanese tourist; Structural equation modeling 1. Introduction Celebrities, dened by Young and Pinsky (2006, p. 464) as . . . individuals who have achieved a signicant level of fame that makes them well k
6、nown in society have emerged as a powerful force in 21st Century life and occupy a pivotal position in contemporary culture (Koernig and Boyd, 2009; Lord and Putrevu, 2009). Celebrities are a direct product of the values of the society they live in, the importance that society places on sports and entertainment, the pervasive power of the media to inuence public opinion and the needs of the marketing industry. There is strong evidence of a connection between the level of recognit
